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Digital Tools in Strategic Global Sports Brand Management

Author

Listed:
  • Kulikov Daniil

    (Universite Claude Bernard Lyon, France/Transport and Telecommunication Institute, Latvia)

  • Kuzmina-Merlino Irina

    (Transport and Telecommunication Institute, Riga, Latvia)

  • Bodet Guillaume

    (The Universite Claude Bernard Lyon 1, Lyon, France)

Abstract

Research Purpose. The purpose of this research is to examine the strategic use of digital tools in global sports brand management, with a focus on how these tools, including the Strategic Colour-Coded System (SCCS), can enhance global fan engagement. Research Methodology. This study employs a mixed-methods approach, combining qualitative analyses of sports marketing strategies with quantitative data on fan engagement and market penetration. It specifically investigates the implementation and impact of the SCCS in translating and distributing content to international audiences, evaluating its effectiveness in the context of global sports. Findings. The findings will display how the SCCS can enhance the global management of sports brands, facilitating deeper engagement with diverse audiences and enabling sports entities to effectively penetrate new markets. The study highlights how to connect with spectators in Europe and Asia utilizing SCCS and digital platforms. Originality and Practical Implications. This study introduces the Strategic Colour-Coded System (SCCS) for sports brand management, a digital tool that enhances global audience engagement by facilitating cross-cultural fan interaction and strengthening connections in a global sports context. It offers valuable insights for sports federations, clubs and marketers aiming to expand internationally.

Suggested Citation

  • Kulikov Daniil & Kuzmina-Merlino Irina & Bodet Guillaume, 2024. "Digital Tools in Strategic Global Sports Brand Management," Economics and Culture, Sciendo, vol. 21(2), pages 225-237.
    • Handle: RePEc:vrs:ecocul:v:21:y:2024:i:2:p:225-237:n:1014
    DOI: 10.2478/jec-2024-0029
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    More about this item

    Keywords

    Global sports; Brand management; Digital tools; Strategic Colour Coding System SCCS.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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